marketing_ops · saas · workflow
FullStory increases net-new opportunities by 27% and ACV by 48% with 6sense ABM intelligence
FullStory's ABM program was unfocused — it over-indexed on lead volume, skewed toward SMB rather than enterprise, relied on generic content, and lacked the customer data needed to prioritize truly in-market accounts.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Intent signal collection
6sense captures intent data to help FullStory focus on higher-quality leads converting to opportunities.
Tools used
6senseDemandbase
Outcome
FullStory achieved a 27% increase in revenue for net-new opportunities from Q3 to Q4, a 48% increase in ACV for in-market accounts, and a 36% increase in marketing-influenced qualified pipeline, alongside restored alignment across sales and marketing.
What failed first
FullStory was using Demandbase for ABM but switched away because it did not support the intent-driven, quality-focused targeting they needed, leaving them with a spray-and-pray outreach model.
Results
Volume48%
Cost replaced27%
Grounding & classification
Source type: vendor customer story
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